‘I don’t want to come across as a snob’: Aussie boss cops backlash over job ad for private morning assistant

A job advertisement from The Yoghurt Shop has stirred debate online, with some Australians puzzled by its unusual requirements, and others calling it a refreshing example of paying fairly for domestic work.

Posted on SEEK, the ad calls for a personal assistant to support chief operating officer Brandon Reynolds, 30, in the early hours of the morning at his Adelaide home.

The role, which pays $30 to $50 per hour, involves working weekdays from 5am to 9am to “ensure a smooth and calm” start to the day.

News.com.au confirmed the successful applicant would report directly to Mr Reynolds, who is the son of The Yoghurt Shop’s founder, Simon Reynolds.

The job is described as ideal for someone who is “organised, calm, and takes pride in setting things in motion behind the scenes.”

Mr Reynolds said the business is rapidly expanding and that he works 17-hour days.

“I don’t want to come across as a snob,” he said.

“I know how to make breakfast and make my bed. I just have so little time to do anything.”

The listed duties, however, have turned heads and fuelled viral commentary.

The assistant will be expected to lay out gym clothes, prep towels, water, and supplements, prepare coffee or a smoothie, make the bed, clean the bathroom, walk the family Cavoodle, and even hand over a tidy morning report to the full-time housekeeper by 9am.

In addition, tasks include preparing dry cleaning, running laundry, doing a general tidy-up, and ensuring the pantry is stocked.

The ad says the ideal candidate will have prior experience in private homes, hospitality or personal support, and must be comfortable with early mornings and working independently.

Perks include being paid consistently even while the boss is away, working in a “beautiful household,” and clocking off before the rest of the city has had breakfast.

“If you’re someone who loves helping others operate at their best — and mornings are your superpower — we’d love to hear from you,” the ad reads.

The job went viral after a woman posted a video dissecting the listing, claiming it was full of “red flags” and amounted to a grown adult wanting a mother figure.

“This person just wants a mum. It sounds like they are a grown ass man or a woman, I mean, I’m not going to be sexist or anything, but it sounds like a man,” she said.

“How are there people out there who are hiring for this? Do they want someone to come tuck them into bed at night, too?

It is your life, bro, just go and live it and start doing s..t for yourself.”

The online response was deeply divided.

Critics echoed the sentiment that the role infantilised its subject, while supporters argued it was a positive step to fairly compensate traditionally unpaid domestic labour.

“I’m all for this. If it is a man paying someone for domestic labour rather than getting into a relationship with the expectation of having a mummy maid to serve him, this is a good thing,” one commenter said.

“They’re not asking for it for free. This is literally just a job. A set of tasks and expectations with an hourly rate,” another wrote.

“This actually seems totally reasonable and pretty normal from a high-wealth individual perspective. If they can afford to outsource small admin tasks that take up their time in the morning, why not?” added a third.

But not everyone was sold.

“Sorry, there is no one in Adelaide that is this important,” one person joked.

“So they want a mother?” another asked.

“What the heck? And a housekeeper comes after this?” wrote another.

“I’m confused about what’s left for the housekeeper to do if this is all done before 9am,” someone else added.

Mr Reynolds said the video had given him and his team “a good laugh” and that he found the creator’s sense of humour “hilarious.”

As a thank you, he said, “We’ve actually sent her a heap of yoghurt.”

He clarified the intent behind the role: “The role itself was never meant to be controversial. I run a fast-growing business, and I wanted to bring a bit more structure and calm to my mornings — early starts, gym, breakfast, lunch packed, dog walked, and out the door by 9.”

“It’s not about needing a mother; it’s about designing a routine that helps me function at my best.”

Reynolds said he was pleased the ad has triggered broader discussions about how society views domestic support roles.

“I already have a fantastic full-time housekeeper during the day, but I realised mornings were the missing piece,” he said.

“Instead of expecting a partner to take it on for free (as some people jokingly pointed out online), I put it up as a well-paid part-time role with clear expectations and guaranteed hours — even if I’m travelling.”

“The ad’s been viewed by hundreds of thousands of people, and the overwhelming majority of the comments have been thoughtful, funny, and surprisingly supportive,” he said.

“It’s opened up a wider conversation about valuing domestic support, being open about the kind of help we need, and designing our lives with intention.”

And if it all ends in someone getting a good job? “If someone lands a great little job from it, even better,” he said.

“I don’t mind being the punchline.”